TRANSCRIPTIE 🔗
WEBVTT
00:00:22.200 --> 00:00:26.280
Content marketing, especially video, is something we know we need to do.
00:00:26.440 --> 00:00:29.320
But figuring out where to start, that's another story.
00:00:29.480 --> 00:00:37.719
On Content Marketing School, we talked about video creation, content strategy, social media, and how to make it all work for your business.
00:00:37.880 --> 00:00:39.560
I'm Annette Richman, your host.
00:00:39.719 --> 00:00:41.560
Let's get on with the show.
00:00:42.280 --> 00:00:43.880
Hi, I'm Annette Richmond.
00:00:43.960 --> 00:00:46.040
Thanks for joining me for this episode.
00:00:46.200 --> 00:00:55.160
If you're a coach, consultant, or business owner, there's a good chance that you are overthinking your videos way, way too much.
00:00:55.320 --> 00:01:01.079
You're worrying about things like how you look or how you sound, the background, the lighting.
00:01:01.240 --> 00:01:06.280
And that comes from thinking your videos need to look perfect before you're able to post them.
00:01:06.439 --> 00:01:07.879
They absolutely do not.
00:01:07.960 --> 00:01:16.200
And today I'm going to talk about what your audience actually cares about when they watch your videos and where you should put your time and energy.
00:01:16.359 --> 00:01:17.400
So let's dive in.
00:01:17.560 --> 00:01:22.439
One of the biggest mistakes I see is people thinking that they want to be perfect.
00:01:22.599 --> 00:01:24.520
They need perfect polished videos.
00:01:24.760 --> 00:01:30.760
But the truth is what people watching your videos want is to be able to understand what you're sharing.
00:01:30.920 --> 00:01:33.159
They want to be able to trust what you're saying.
00:01:33.320 --> 00:01:38.120
They want to get a tip or a technique or a strategy that's going to be useful to them.
00:01:38.280 --> 00:01:44.519
Now you don't need a studio or makeup team, a multi-camera setup, or even an editing team.
00:01:44.680 --> 00:01:46.760
And this isn't just me saying it.
00:01:46.920 --> 00:01:59.400
There are multiple studies that I've read, research reports that successful brands are intentionally moving away from those overly polished social media videos.
00:01:59.560 --> 00:02:06.439
Natural pacing, small imperfections, even the occasional flub can signal that you are a human.
00:02:06.680 --> 00:02:16.439
The other day I was listening to a podcast put out by a professional media company, and the host was saying how he gets emails all the time.
00:02:16.600 --> 00:02:20.120
People telling him that he doesn't look the way he looks when they see him on TV.
00:02:20.280 --> 00:02:27.639
And he said he has to respond and tell them that it's because he doesn't have a makeup person, a makeup team.
00:02:27.879 --> 00:02:30.759
He's recording his podcast from his home studio.
00:02:30.920 --> 00:02:36.040
And when it comes to social media videos, the best idea is to keep those videos short.
00:02:36.280 --> 00:02:47.240
Maybe 20 to 60 seconds, 90 seconds at the outside, if you have something very interesting or entertaining or particularly educational to share.
00:02:47.399 --> 00:02:53.319
Now, one way to stick to that format is to create a short script, which I talk about all the time.
00:02:53.560 --> 00:03:02.280
Because the way people end up with those long meandering three-minute videos is usually because they decide to just turn on the camera and start talking.
00:03:02.439 --> 00:03:12.759
And nobody wants to listen to you or me or anyone except perhaps their favorite celebrity ramble on for three minutes when they have a 30-second message.
00:03:12.920 --> 00:03:25.879
Now, when it comes to social media videos, a good way to stay on track is to share one tip or one technique or maybe one insight or something that you would share with a potential client.
00:03:26.120 --> 00:03:31.160
You might answer one question that you get asked over and over and over again.
00:03:31.399 --> 00:03:38.680
Sticking to one thing will create solid video content that will actually help your viewers, and that's what they want anyway.
00:03:38.839 --> 00:03:43.399
One thing to remember is your audience does not care what you look like or sound like.
00:03:43.560 --> 00:03:45.160
I know I've been there too.
00:03:45.319 --> 00:03:49.560
But the truth is they only care if your message is relevant to them.
00:03:49.800 --> 00:03:55.319
Now, people talk a lot about the idea that we're all listening to station WIFM.
00:03:55.480 --> 00:03:56.839
What's in it for me?
00:03:57.000 --> 00:03:58.439
And we are, all of us.
00:03:58.600 --> 00:04:01.399
And that's what people are thinking when they're watching your videos.
00:04:01.639 --> 00:04:02.920
What's in it for me?
00:04:03.079 --> 00:04:04.120
Now think about it.
00:04:04.280 --> 00:04:12.360
When you're watching a video, you're probably not thinking, wow, she's too old for video, or wow, he could really stand to lose 10 pounds.
00:04:12.600 --> 00:04:16.120
No, you're thinking, is this relevant or helpful to me?
00:04:16.280 --> 00:04:17.480
Should I keep watching it?
00:04:17.639 --> 00:04:19.000
Is it going to help me?
00:04:19.160 --> 00:04:21.800
And that's all your audience cares about too.
00:04:21.959 --> 00:04:29.399
Now, the key to getting more comfortable on camera really is a mindset shift to realize that it's not about you.
00:04:29.639 --> 00:04:31.160
It's about your message.
00:04:31.319 --> 00:04:35.000
Is it helping the person who's watching it or listening to it?
00:04:35.160 --> 00:04:36.920
That's what's the most important.
00:04:37.240 --> 00:04:40.520
Again, not about you, it's about them.
00:04:40.680 --> 00:04:55.640
Now, having said that, one of the reasons people come and work with me in the first place is because they are uncomfortable on camera and they find during working together that they are creating videos, and the more they do that, the easier it gets for them.
00:04:55.800 --> 00:05:03.640
If you've been following me or
Load full transcript
listening to my podcast, you've already heard about my BOCA or Banish on Camera Anxiety Strategy.
00:05:03.800 --> 00:05:04.360
Simple.
00:05:04.520 --> 00:05:07.640
Record one video a day for 14 days.
00:05:07.800 --> 00:05:10.040
Don't look at them until day 15.
00:05:10.199 --> 00:05:16.439
And on that day, as you look oldest to newest, you'll see a more comfortable and confident you.
00:05:16.759 --> 00:05:30.040
And if you don't believe me, ask my clients or anyone who's tried the BOCA strategy, and they will tell you that it really, really does work because you're building that video muscle, and it becomes just another thing that you do.
00:05:30.680 --> 00:05:37.000
Now, I still hate photos of myself, but when I'm looking at a video I've done, I don't even see myself anymore.
00:05:37.160 --> 00:05:40.680
Now, maybe that's a sign that I ought to start taking more photos.
00:05:40.920 --> 00:05:45.480
Another thing that I hear all the time is people think that they have nothing to say.
00:05:45.640 --> 00:05:52.199
Now, often the real problem underneath is they feel like they don't know enough.
00:05:52.520 --> 00:05:56.280
Usually they're thinking that their peers will be judging them.
00:05:56.439 --> 00:06:00.759
Now, the first thing to remember is you're not creating content for your peers.
00:06:00.920 --> 00:06:01.319
I know.
00:06:01.480 --> 00:06:03.240
Hard for me to sometimes too.
00:06:03.400 --> 00:06:07.480
But the reason you're creating content is to help people who know less than you.
00:06:07.640 --> 00:06:11.400
And second, you don't need to know everything about a topic.
00:06:11.560 --> 00:06:19.800
You'll often hear coaches or trainers say that you only need to know about 10% more than the people that you're teaching.
00:06:19.960 --> 00:06:28.439
You need to know enough to help them solve a problem that they're having or bring a new perspective or insight that they haven't thought of already.
00:06:28.680 --> 00:06:34.759
The example I use all the time is I don't need to be a neurosurgeon to teach somebody how to change a bandage.
00:06:34.920 --> 00:06:38.280
And you don't need to be the leading expert in your field.
00:06:38.439 --> 00:06:42.040
You just need to know more than the people that you are teaching.
00:06:42.280 --> 00:06:44.920
So, yes, you absolutely do know enough.
00:06:45.080 --> 00:06:52.199
The thing I want to add is people that I work with often struggle with how to stay consistent with their content.
00:06:52.439 --> 00:06:55.800
And that's where my map framework comes in.
00:06:56.040 --> 00:06:59.080
It will help you create video more consistently.
00:06:59.240 --> 00:07:01.640
Now, M stands for make the commitment.
00:07:01.800 --> 00:07:06.280
Decide that you are going to create video content on a regular basis.
00:07:06.520 --> 00:07:08.759
You are a video content creator.
00:07:08.920 --> 00:07:20.520
Now that might be one video a week, or as I suggest, decide that you're going to schedule some time to batch record several videos once a week or maybe even once a month.
00:07:20.680 --> 00:07:25.319
You never want to be like those people who join the gym in January, fully committed.
00:07:25.480 --> 00:07:30.280
They come every single day for two or three or four weeks, and then they're gone.
00:07:30.439 --> 00:07:34.439
Now, A is to anchor or align your content to your pillars.
00:07:34.600 --> 00:07:40.439
Now, those are the maybe three to five topics that you want to be known for or you are known for.
00:07:40.600 --> 00:07:43.800
And P stands for creating content with purpose.
00:07:44.120 --> 00:07:49.080
As I've talked about before, video strategy comes before video production.
00:07:49.400 --> 00:07:51.400
You have to answer three questions.
00:07:51.640 --> 00:07:53.640
What type of video am I creating?
00:07:53.879 --> 00:07:55.160
Is it behind the scenes?
00:07:55.319 --> 00:07:56.520
Is it educational?
00:07:56.840 --> 00:07:58.360
Who is the video for?
00:07:58.520 --> 00:08:00.280
Who is my target audience?
00:08:00.439 --> 00:08:03.160
And then why am I creating this video in the first place?
00:08:03.319 --> 00:08:06.120
That's where creating your content with purpose comes in.
00:08:06.280 --> 00:08:10.280
So remember, polished isn't the same as professional.
00:08:10.520 --> 00:08:20.600
Your audience wants to understand you and trust you and get some useful information from you because it's not about you, it's about them.
00:08:20.759 --> 00:08:23.000
And you do know enough to help others.
00:08:23.240 --> 00:08:25.080
So thanks so much for joining me today.
00:08:25.240 --> 00:08:28.680
If this episode was helpful, please share it with a friend.
00:08:28.840 --> 00:08:30.040
I bet they thank you.
00:08:30.120 --> 00:08:31.879
And I'll see you next time.
00:08:32.439 --> 00:08:34.039
Want to continue the conversation?
00:08:34.199 --> 00:08:38.679
Connect with me on LinkedIn or find me on Substack and let me know if you found me through the show.
00:08:38.759 --> 00:08:44.039
And if you find Content Marketing School valuable, please follow the show and leave a five star review.
00:08:44.199 --> 00:08:46.600
It's the only way I'll know that I'm on the right track.
00:08:46.759 --> 00:08:49.799
Thanks again for joining me, and I'll see you next time.